What Do Twitter Users’ Eyes Tell Brands About Holiday Campaigns?

Holiday campaigns on Twitter generate $6.67 in incremental sales for every $1 spent by advertisers

The eyes don’t lie: Twitter teamed up with eye-tracking and facial-coding technology provider EyeSee to help marketers prepare for their holiday campaigns with science and sentiment.

Twitter researcher Kara Louis said in a blog post introducing the results that the social network saw more than 80 million tweets related to holidays between July 2016 and January 2017, noting that this total was “more than three Super Bowls combined.”

She added that holiday campaigns on Twitter generate $6.67 in incremental sales for every $1 spent by advertisers, and suggested that brands capitalize on the “unique discovery mindset” of Twitter users by leveraging “science and sentiment to create a campaign that speaks to the heart while driving attention, recall and purchase consideration on Twitter this holiday season.”

Twitter and EyeSee teamed up to show a Twitter feed, which contained holiday ads, to a volunteer group of 1,200 users, and they used EyeSee’s technology to measure metrics including: